coke marketing
TRANSCRIPT
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A PRESENTATION ON
SALES AND DISTRIBUTION
OF
COCA-COLA Eeti Gupta
Piyoosh Bajoria
Husain RupawalaLiva Samal
Sanika Langde
Nupur JunejaDishita Toshniwal
Gunjan Gupta
Madhura Gupta
Siddharth Bansal
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COMPANY OVERVIEW
International company offered convenient food ,snacks &beverages.
The Coca-Cola Company re-entered India through its wholly owned
subsidiary, Coca-Cola India Private Limited and re-launched Coca-Cola
in 1993 after the opening up of the Indian economy to foreign
investments in 1991.
Globally, the Coca-Cola system includes our Company and more
than 300 bottling partners.
Coca Cola currently offers near 400 brands in 200 countries & serves
1.5 billion servings each day. Market Capital = US$72.921 Billion
Revenues = US$ 35.119 Billion
Employees = 1,39,000
COMPANY OVERVIEW
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PRODUCTS
The rejuvenation offers a range of drinks designedto improve how people feel physically & mentally.Product includes ready to drink coffees ,teas &herbal beverages.
The Health & Nutrition Division produces a range of products to promote health & well being.
The replenishment division offers a range of water products around the world. The division also offersarrange of energy drinks such as PowerAde.
Elsewhere in the world , the company has createdother products designed to meet the needs of localcustomer.
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ADVERTISEMENT C AMPAIGN.
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SALES & DISTRIBUTION
SALES MANAGEMENTSELLING SKILLS
DISTRIBUTION
LOGISTICS
• L
CRM
SUPPLY CHAIN MANAGEMENT
WAREHOUSING
• WAREHOUSIN
CHANNEL MANGEMENT
MARKET CLASSIFICATION
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SALES MANAGEMENT
SALES PLANNING: The objective is the starting point of the sales
plan. Objectives should seek to answer the
question 'Where do we want to go?'. The purposes of objectives include:-
> to enable a company to control its Salesplan.
> to help to motivate individuals and teams toreach a common goal.
> to provide an agreed, consistent focus for
all functions of an organization.
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RECRUITMENT OF SALES EMPLOYEES
Coca cola recruitment process is well
established, they give ads in newspaper,company’s website, institutions,etc.
SELECTION PROCESS INVOLVES:
Group Exercise
Interview
Presentations
Psychometric tests
Situational Exercises
RECRUITMENT PROCESS
INTERNAL
RECRUITMENT
EXTERNAL
RECRUITMENT
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SALES TRAINING :
Product Knowledge.
Soft Skills.
Negotiation.T – Together
E – Everyone.
A – Achieves.
M – More.
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SELLING SKILLS
Advertisements and Campaigns:
The Zero Movement.
My Coke Rewards.
Catchy Slogans- "The pause that refreshes“
"I'd like to buy the world a Coke"
"Coke is it“
“Thanda mat lab, Coca Cola” Emotional approach The Santa Claus ad.
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Mergers and Acquisitions
Inca Cola-Peru Columbia Pictures
Sponsorships
Olympic Games.
Re-entry in Super Bowl after a gap of almost eight years.
FIFA World Cup.
1996 Cricket World Cup.
Delhi Daredevils, IPL. The Coca-Cola Trophy
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DISTRIBUTION
Coca-cola company distributes their schemes according
to area. Area or place where soft drinks sold in a large
manner, on those place company gives good schemes to
shopkeeper and retailer. Place like railway station bus
stand are consider in this category and place which havelow selling where company gives small schemes to
shopkeepers.
COCA COLA
HINDUSTAN
BEVERAGES
VARUNBEVERAGES DISTRIBUTOR CONSUMER
JAIPURIABEVERAGES
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FUNCTIONS PERFORMED BY DISTRIBUTORS
PARAMETER
Bull Breaking Varies
Warehousing Yes
Transportation Road
Market Information Customer Intelligence, Competitor Intelligence, tastes & preferences
of customers
Maintaining Visual Merchandising,
banners & posters
Ensured that products are
displayed according to planogram,
checking sign board, wall painting,rack stand rack ,counter rack &
posters
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LOGISTICS
PARAMETERS COKE1)Average order size:
a)Distributor to company
Depend on Demand, Season
b)Retailer to Distributor Depend on Demand,Season
2)How orders are placed
a) Distributor to company
Telephone ,Direct order through
distributor Representative
b)Retailer to distributor Telephone ,Direct order throughdistributor Representative
3)Transit Time 2 Days
4)Frequency of orderDaily
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PARAMETERS COCA COLA
5)Inventory Maintained 1 Day stock is maintained(frequent visit
by company vehicle)
6)Unsold/Damaged Merchandise Replaced
7) IT Used a)Stock keeping
b)account Keeping
c)Problems Handling
8)Modes of Transportation(from company
to distributor)
Company’s vehicle(tata ace,Tata
407,Tata909)
9)Expenses of Transportation
a)From company to Distributor By Company
b)From distributor to retailer By Distributor
10)Warehousing
a)Storage Capacity Minimum 30 sq. mt
b)Self owned/Rent Self owned /Rental
11 Stock kee in is done b Stock kee er
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CUSTOMER RELATIONSHIP
MANAGEMENT(CRM)
COMPLAINTS HANDLING: This starts from ensuring Receipt, documentation &
follow up of all complaints to be taken care of within a
specified time in order to achieve consumer satisfaction. The customer complaints through phone
or through sales team visiting them. Types of
complaints handled are related to:
Signage & Schemes Supply & Service
Quality of product
Cooling Equipments
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Social Media: The vision of the Company to achieve sustainable growth online
and offline is guided by certain shared values that we live by asan organization and as individuals:
LEADERSHIP : The courage to shape a better future;
COLLABORATION : Leveraging our collective genius;
INTEGRITY : Being real; ACCOUNTABILITY : Recognizing that if it is to be, it's up
to me;
PASSION : Showing commitment in heart and mind;
DIVERSITY : Being as inclusive as our brands; and QUALITY : Ensuring what we do, we do well.
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SUPPLY CHAIN MANAGEMENT(SCM)
The coco cola company produces only the syrup that is used tomake it sodas.
It manufactures and distributes a number of non alcoholicbeverages concentrates and syrups. It does not produce thefinal beverage.
It has 400 brands but it does not produce the final product in
any of them. The company provides the syrups and concentrates to
franchisees who use these to make the final beverage althoughthe company holds interest in some of the major bottlers anddistributors.
The actual formula coco cola uses is a very tightly held trade
secret so there is a little information regarding the exactingredients and thus, the little information of the cost of their supplies. Specially ,the company uses high fructose corn syrup,sucrose, aspartame, and citrus concentrates.
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SUPPLY CHAIN MANAGEMENT: According to thecompany the Coca cola system is they produce the concentrates andbottling partner manufacture, package and distribute the product. Thesupplies used include sugar, citrus, coffee and other flavours and water.Suppliers are those companies that provide the ingredients for the
concentrate syrups.
STEPS COMPANY CAN TAKE TO LOWERCOST:
Implementation of techniques and strategies that make co. profitable andkeeps it no. 1 in the market.
Great deal of collaboration between the company and the bottlingcompanies.
The company entered into a partnership with world wildlife fund to reducethe amount of water they use.
Production possibility frontier
Coco cola owns licenses of 400 brands and sell its product in more than200 countries.
The company also holds part interest in a number of bottling anddistribution companies.
The company also follows the concept of PPF, it would seem that coco colais producing its goods in the most efficient way.
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WAREHOUSING
Coca Cola India distributes its product in market from its
warehouse in two types :
1 . Direct route
2. Indirect route
PLANT WAREHOUSE
DIRECTROUTE
MARKET
INDIRECTROUTE
DISTRIBUTOR MARKET
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CHANNEL MANAGEMENT
The partner type relationship with bottlers, Franchise owned
bottling operation( FOBO) as well as Company owned bottlingoperation (COBO) network of the channel management mostly
cover these type of bottling.
FOBOs & COBOs
Coca Cola India work under two type of bottling operation 1 . (FOBO) Franchise owned bottling operation
2. (COBO )Company owned bottling operation
COBO Company sells product own self.
Some of the COBOs of the company are at. Mumbai,Banglore,Ahemdabad,Chennai,Calcutta.,U .P.unit
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MARKET CLASSIFICATION
Geographical: Internationally Coca cola segment its product
country wise & region wise it varies according to thetaste & income levels of the people in that country.
Competition: The main competitor & rivalry of Coke is PepsiCo.,
but in rural market there are some major regionalplayers like Campa-Cola & others.
Market Classification
Geographical
AreaCompetition
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THANK
YOU